THE DEVELOPMENT AND INTERNATIONALIZATION OF RURAL TOURISM IN INLAND NORTH CENTRE OF ALENTEJO REGION: FOCUSING ON THE
BRAZILIAN TOURISTS
Eugénia de Jesus Madeira Inácio
Dissertation submitted as partial requirement for the conferral of Master in International Management
Supervisor:
Prof. Elisabeth Kastenholz, Associated Professor, Universidade de Aveiro, Department of Economics, Management, Industrial Engineering and Tourism
Co-supervisor:
Prof. Margarida Cardoso, Associated Professor with aggregation, ISCTE Business School, Department of Quantitative Methods for Management and Economics
THE DEVELOPMENT AND INTERNATIONALIZATION OF RURAL TOURISM IN INLAND NORTH CENTRE OF ALENTEJO REGION: FOCUSING ON THE
BRAZILIAN TOURISTS
Eugénia de Jesus Madeira Inácio
Dissertation submitted as partial requirement for the conferral of Master in International Management
Supervisor:
Prof. Elisabeth Kastenholz, Associated Professor, Universidade de Aveiro, Department of Economics, Management, Industrial Engineering
Co-supervisor:
Prof. Margarida Cardoso, Associated Professor with aggregation, ISCTE Business School, Department of Quantitative Methods for Management and Economics
I
Resumo
O tema desta dissertação diz respeito ao desenvolvimento e internacionalização do Turismo Rural (especificamente, o Turismo em Espaço Rural-TER e o alojamento em Turismo Habitação-TH, numa região específica de Portugal – Interior Norte e Centro do Alentejo (INCA), concentrando-se em particular no papel desempenhado pelos visitantes que residem no Brasil (turistas Brasileiros). Este projeto de pesquisa visou estudar de que forma, e com que meios e argumentos os visitantes provenientes do Brasil (turistas Brasileiros) podem ser considerados como clientes mais assíduos do Turismo Rural na região INCA.
A metodologia aplicada integrou a análise de um Estudo de Caso relativo aos estabelecimentos TER e TH na Região INCA, utilizando entrevistas semiestruturadas e questionários. Esta metodologia permitiu, sobretudo, compreender os aspetos que os turistas Brasileiros mais valorizam numa estadia rural em Portugal e suas motivações para passarem aí as suas férias. Este estudo mostrou que os turistas Brasileiros podem contribuir para o desenvolvimento e internacionalização do Turismo Rural nesta região em particular, mas não de forma generalizada e massificada. Muitos destes turistas valorizam certas características num destino turístico que são possíveis de encontrar nesta área estudada. Dada a natureza dos estabelecimentos de Turismo Rural nesta região, muitos não estão preparados para receber este público, exigindo, portanto, vários intervenientes a trabalharem em conjunto, para uma estratégia de desenvolvimento apropriada e sustentável.
Além disso, este estudo incita outros investigadores a trabalhar sobre o potencial desta região do Alentejo, a região INCA, para que esta se torne numa forte marca de destino.
Palavras-chave: Turismo Rural; Internacionalização, Touristas Brasileiros, Alentejo.
II
Abstract
The topic of this dissertation concerns the development and internationalization of Rural Tourism (specifically Tourism in Rural Area (TRA) and in Manor House Tourism (MHT) accommodation), in a specific region of Portugal - the Inland North and Centre of Alentejo (INCA), focusing in particular on the role played by visitors living in Brazil (Brazilian tourists). This research project aimed to study under what ways, means and arguments visitors coming from Brazil (Brazilian tourists) can be enhanced as customers to Rural Tourism in INCA region.
The methodology applied considered the analysis of a Case Study regarding TRA and MHT establishments in the INCA Region, using semi-structured interviews and questionnaires. This methodology research allowed the comprehension of which attributes Brazilian tourists most value in a rural stay in Portugal and their motivations for taking here the holidays.
This study showed that Brazilian tourists can contribute to the development and internationalization of Rural Tourism in this particular region, but not in a mass and generalized way. Many of them value certain features in a tourist destination that are possible to find in the studied area. Given the nature of Rural Tourism establishments in this region, many are not prepared to receive this public, requiring, therefore, several stakeholders to work together to select an appropriate and sustainable development strategy.
In addition, this study incites other researchers to work on the potential of this specific Alentejo region, the INCA region, to become a strong brand mark.
Key-words: Rural Tourism; internationalization, Brazilian tourists, Alentejo
III
Acknowledgements
I would like to offer my sincere thanks and appreciation to the following supporters of mine:
My parents and uncle, who were always ready to listen and give me more strength when I most needed it;
My brother, for motivating me and for trying to help me when I asked, and for transmitting his previous experience when taking his master’s degree;
Kika, for being “sometimes” understanding and nice to mummy;
Diogo, for replacing me in some chores and for those times he was able to understand my distance and focus on my masters and nothing else;
My two supervisors, PhD Elisabeth Kastanholz and PhD Margarida Cardoso, for their expert guidance, patience and understanding in all situations that arosed;
Madalena and Sofia, for being available and close to me when I most needed them, their push was decisive to reach the end;
Emily and Tony, for proofreading the English and being available mostly of the times I’ve asked for;
Other friends, who were patient in understanding my distance for so long and who listened to me in my most desperate moments;
Colleagues at work, who encouraged me to see the dissertation through to the end;
Rural Tourism establishments’ owners/managers, some for receiving me presently and all for accepting to cooperate with the interviews to my study;
The CEO of TZ Viagens - Travel Agency in Brazil, for accepting to meet me by skype and for contributing to a very fruitful conversation on my dissertation’s topic;
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The Executive Director of the Regional Agency of Tourism Promotion of Alentejo for meeting me so early on that third day of the new year in the airport, and for the very interesting conversation we had on this topic;
To all who also indirectly contributed to the conclusion of this work;
And last but not least, to myself, since during all this time I faced many constraints (personal and professional), that without my willpower and resilience, it would have been impossible to carry out this challenge of reaching the expected goals. This definitely represents an outstanding milestone in my life.
Without each person mentioned here, reaching the end of the study would have been much more difficult, if not impossible. Thus, all will be forever remembered and attached to this research work and to myself.
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Index
Abstract ... II Acknowledgements ... III Index ……….……….V Index of Tables ... VII Index of Figures ... VIII List of abbreviations ... X
Introduction .………...………...1
Chapter 1: The Rural Tourism ... 5
1.1. Tourism and rural areas ... 5
1.1.1. Objectives and characterization of Rural Tourism ... 6
1.2. Rural Tourism: development and sustainability ... 7
1.2.1. Opportunities and challenges of Rural Tourism ... 9
1.2.2. Relevant tools in rural tourism solutions: Networks and Partnerships ... 10
1.3. Rural Tourism in Portugal ... 12
Chapter 2 - Internationalization for Rural Tourism ... 16
2.1. Tourism internationalization: a parallel with RT ... 16
2.1.1. Main markets ... 20
2.2 Destination selection processes: the importance of motivation and destination image ... 21
Chapter 3: Research Methodology ... 26
3.1 Objectives and research question ... 26
3.2. Exploratory research ... 27
3.3 Information collecting and processing techniques ... 29
3.3.1. Structure and content of the questionnaires ... 30
3.3.2. Structure and content of the interviews ... 34
3.4. Research limitations ... 36
Chapter 4: Case-study – Analysing the Brazilian tourist market as a target for the Inland of the North and Center of Alentejo (INCA) ... 38
VI
4.2. Internationalization of Rural Tourism in INCA ... 42
4.2.1. Reasons for focusing on the Brazilian Rural Tourism market ... 42
4.2.1.1. ... Brazilian Tourists: Portugal and INCA region as touristic destinations ... 43
4.2.1.2. ... Cultural Dimensions for Portugal/Brazil: Similarities and differences ... 44
Chapter 5: Presentation of Results ... 49
5.1. Quantitative and qualitative data analysis techniques ... 49
5.2. Results analysis ... 50
5.2.1. Semi-structured interviews ... 50
5.2.2 Questionnaires ... 61
Chapter 6: Final Considerations ... 73
6.1. Main Conclusions ... 73
6.2 Orientation for future studies ... 77
Bibliographic References ... 79
VII
Index of Tables
Table 1.3. Research question and objectives. ... 26 Table 2.3. Questionnaire A (Effective Market) - Aims by question. ... 31 Table 3.3. Questionnaire B (Potential Market) - Aims by question. ... 332 Table 4.4. Number of Establishments and hosting capacity by RT type in INCA region. Own elaboration based on data from Turismo de Portugal. ... 41 Table 5.5. Type of activities offered by RT establishments. Own elaboration. ... 52 Table 6.5. Motivations respondents found to holidays in Portugal - Rotated components: % of total variance and correlations with items quantifications. Own elaboration based on SPSS outputs. ... 66 Table 7.5. Attributes that value most in a rural holiday in Portugal - Rotated components: % of total variance explained and correlations with items quantifications. Own elaboration based on SPSS outputs. ... 68
VIII
Index of Figures
Figure 1.1. Rural Tourism Development Phases. Own elaboration based on Lane &
Kastenholz, 2015. ... 7
Figure 2.2. Select the target market. Source: Viana & Hortinha, 2009. ... 18
Figure 3.2. Process of destination image formation. Own elaboration based on Gunn, 1988. 22 Figure 4.4. The INCA Region. Source: CCDR Alentejo. ... 38
Figure 5.4. Map of Alto Alentejo. Source: Wikipedia ... 40
Figure 6.4. Map of Alentejo Central. Source: Wikipedia. ... 41
Figure 7.4. Cultural dimension in Portugal and Brazil Source: https://geert.hofstede.com/portugal.html (1980). ... 46
Figure 8.5. Profile of the Respondents. Own elaboration. ... 62
Figure 9.5. Respondents that have and not have visited Portugal. Own elaboration. ... 62
Figure 10.5. Reasons that attract Brazilian tourists to Portugal. Own elaboration. ... 63
Figure 11.5. Tourists' expenses, per person and per day. Own elaboration. ... 64
Figure 12.5. Reasons for not choosing RT. Own elaboration. ... 64
Figure 13.5. How tourists got to know INCA region. Own elaboration. ... 65
Figure 14.5. Main reasons for longer stays in INCA region. Own elaboration. ... 65
Figure 15.5. Q.13 and “have been in INCA” and “have not been in INCA. Own elaboration based on SPSS collected data ………..………..……...70
Figure 16.5. rC6- Value- Entertainment and language attributes (means). Own elaboration based on SPSS collected data ………...…..……...70
Figure 17.5 - rC9- Value- Good value for money attributes (means). Own elaboration based on SPSS collected data ………...……….……….……...71
Figure 18.5 - rC1-Motivations-Nature motivations (means). Own elaboration based on SPSS collected data ………...…..………...71
Figure 19.5 - rC5- Motivations-Meeting relatives motivations (means). Own elaboration based on SPSS collected data ……….………...72
X
List of abbreviations
CATPCA – Categorical Principal Components Analysis
CCDR – Commission for Coordination and Development at regional level - Alentejo CEO – Chief Executive Officer
EUROSTAT – European Statistics Office INCA – Inland North and Centre of Alentejo
INE - Statistics of Portugal (Instituto Nacional de Estatística) IATM - International Association of Tour Managers
KMO – Kaiser-Meyer-Olkin measure of Sampling Adequancy MHT – Manor House Tourism
NRTE – National Register of Tourist Establishments
OECD – The Organisation for Economic Co-operation and Development ORTE – Overall Rural Tourism Experiences
PCA – Principal Component Analysis
RATPA - Regional Agency of Tourism Promotion of Alentejo RT – Rural Tourism
SME – Small and Medium-sized Enterprises TRA – Tourism in the Rural Area
1
Introduction
Why choosing Brazilian tourists? The researcher was frequently asked about this. That caused some surprise to people. The immediate reply was: why not?! Well, before coming to that issue, first other explanations need to be given.
Starting with the researcher’s personal interest in Rural Tourism (mainly regarding accommodation establishments), because her family has a Manor House Tourism (MHT) in Sousel, Portalegre. In her opinion, it needs to be generally better explored and clients from new markets could be one possible solution.
It is also important to mention that rural areas in Portugal, despite being underdeveloped, current investment opportunities need to be more assessed. The rural world has suffered changes, showing signs of decline and difficulty, increased by the existence of a marked rural / urban dualism. However, if there are people that do not want to give up some of the urban amenities, there are others that enjoy what rural areas can offer. This means important and rapid changes must happen. One of those changes translates into a phenomenon, whose expression are still to be researched. That is the moving of individuals from urban areas to rural areas in order to change their way of life and create their own businesses.
In Europe, Rural Tourism emerged with the aim of “halting depopulation, preserving the rural landscape, saving a certain type of family farming, maintaining a healthy environmental balance and providing the economic solvency of thousands of families” (Godinho, 2004:91-93). This type of tourism currently has an economic, social and cultural importance in some European countries. Rural Tourism is often referred to as a tourism product that can tackle the problems and weaknesses of rural areas. However, there is a certain contradiction between the high expectations and the positive impacts generated by this product in real terms. In fact, this potential beneficial effect may not be verified (Ribeiro, 2001), and there is even the risk of some negative impacts (Valente & Figueiredo, 2003).
Globalization and market liberalization led to a broader competitive tourism scenario. Surviving in this competitive destination arena is not an easy task, so leveraging existing tools is essential. One of the competitive keys to the tourist market development is identity, the genuine factor of a destination, together with the ability to communicate (Echtner & Ritchie, 2003, Giordana, 2004). In terms of demand trends, rural areas are increasingly sought after for
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reasons of recreation, leisure and tourism based on natural, historical and cultural resources (Kastenholz, 2002). Given these trends and the potential of tourism to contribute to the development or regeneration of rural areas, it would be important to identify the most appropriate strategies for maximizing benefits. According to several authors (OECD, 1994; Cánoves et al, 2004), tourism can play an important role in these areas and can be a force for the development of the most disadvantaged rural areas.
In Portugal, Rural Tourism assumed after 2008 the designation of Tourism in the Rural Area (TRA) and Manor House Tourism (MHT). It is a tourist product, legally existing since 1986, created with the objectives of stimulating populations’ economic income and the recovery of historical-cultural heritage. However, Rural Tourism is still characterized as a product with little success in Portugal (Godinho, 2004), associated to its small scale, low capacity of occupation, lack of resources, traditional character and weaknesses in terms of management and marketing. Another characteristic corresponds to the weakness of associations and partnerships, where owners of establishments are concerned (Kastenholz, 2002). In order to overcome various fragilities, aiming at the sustainable development of a specific rural destination, the Inland North and Centre of Alentejo region (INCA) and the success of the Rural Tourism product (TRA and MHT), some information and guidance is provided to the various stakeholders in the process. A constitution of partnerships and networks of companies are referred to as appropriate tactics for organizing supply. In this sense, the success of the Rural Tourism activity involves the definition of appropriate cooperative marketing strategies that allow effective management, distribution and promotion of products (Kastenholz, 2002).
Although research on Rural Tourism is already a reality, the various studies do not present as a priority the research on internationalization strategies for the rural tourism. Internationalization can be approached within a gradual evolution scheme with well-defined stages, allowing organizations to acquire resources and knowledge on the operation of foreign markets (Andersson, 2004).
Tourists choose to take holidays in Europe, mostly because of its cultural richness, the variety of landscapes and the quality of its tourist infrastructure. Nowadays, it can be said that “Europe leads the world in (the) rural tourism market (being) rich in monuments, villages, heritage sites, handicrafts and folklore, - all of which have been instrumental in forming the culture of European countries” (Edmunds, 1999:37-50).
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On the supply side, it seems fundamental to diversify markets. Brazil, being a real market, has potential for several aspects to be explored by Portuguese destinations. So again, why Brazilian tourists?
Before all, it’s necessary to clarify that always when “Brazilian tourists” are mentioned in this study, the researcher wants this to be understood as people with or without Brazilian nationality but having their residence in Brazil.
Brazil was chosen for several reasons. Among them, there is the close history and cultural identities, similar language, the huge population, and the fact that Brazilians very much enjoy travelling abroad. Even if Brazilians are one of the nationalities choosing to visit Alentejo, in the INCA region, they are infrequent visitors, so this needs clarification, because it seems that this particular region has enough potential to attract more Brazilian travelers.
Another question, not less important, needs to be addressed. Why the INCA region? Firstly, the researcher needed to limit this study to a certain unity, as a Case Study methodology was chosen, and the INCA region (Inland North and Centre of Alentejo) was able to offer that. Secondly, it also consists of two adjacent counties (Évora and Portalegre) that present several potential resources, not forgetting that it is also here that the researcher’s family owns a MHT (in Sousel, Portalegre). There is also, in the future, a possibility to consider INCA region as strong destination brand.
This study is divided into six chapters. The first two focus on a literature review and the theoretical framework of this research, related to Rural Tourism and its internationalization. The third chapter explains the methodological approach carried out in this study, which is an exploratory research project using questionnaires and interviews. The fourth chapter presents the Case Study, with a characterization of the INCA region, including the Rural Tourism accommodation establishments, as well as the approach to Brazilian tourists. The fifth chapter refers to the presentation of results, where the qualitative and quantitative analysis techniques are explained, and the results analysis are given. It is in this chapter that the innovative aspect of this study is most evident since there are new data to be presented. Finally, in the sixth chapter, is presented the main conclusions of the results obtained and some recommendations for future studies.
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This work contributed to identifying the existence of some flaws regarding the study of the TRA and MHT product concerning the offer’s organization and the available data. In fact, some difficulties can be pointed out, namely the lack of answers to the questionnaire for the effective market (in which respondents were staying already in the INCA region in Rural Tourism establishments). This constraint was compensated for by the answers of the questionnaires applied to the potential market/customer, that is, potential tourists for the INCA region living in Brazil. The results showed that most rural tourism establishments are not well prepared to receive this public, who require high quality standards (both at the level of the facilities and staff), but they appreciate certain characteristics that are offered by this region. On the other hand, it seems that there is a lack of dissemination of information about the INCA region to this public, thus requiring an adequate marketing plan capable of highlighting its potentialities.
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Chapter 1: The Rural Tourism 1.1.Tourism and rural areas
Tourism offer can be defined as a set of facilities, goods and services that can be either acquired or used by visitors. The creation of such elements is also contemplated in the definition, relating to the visitor’s needs and wants. Another element concerns the natural and cultural environment (Cunha, 2001). Therefore, Tourism is a composite product, resulting from "a complex and interactive multi-sector chain of activities in which each participant contributes with a small share to the final product" (Santos, 1998:4).
In rural areas tourism offer is linked to distinctive features such as tradition, rurality, vernacular heritage and unsettled environment. This is the core of the Rural Tourism segment (RT). Directly intertwined with rural areas, RT is commonly considered as the tourism that takes place in the “countryside”. The definition of “countryside” varies according to different countries (Lane, 2009), because different criteria are used (Davidson, 1992). The variety of conceptions of what is “countryside” has an influence on the definition of RT, resulting on an “absence of a commonly accepted definition as to what constitutes RT. Sometimes RT is equated with farm tourism. Yet, the latter is only one variety of the whole spectrum. Bed and Breakfast places or apartments rented by operators other than farmers, rural hotels or guest-houses, and camping often form the majority of accommodation in rural areas” (Oppermann, 1996: 86-102). Nowadays, we can still say “… there were long discussions about the name “rural tourism”, discussions which are still alive today” (Lane & Kastenholz, 2015 1133-1156). This result in a variety of terms that describe tourism activity in rural areas: agrotourism, farm tourism, soft tourism and alternative tourism.
While defining RT, Lane (2009) exposed rural areas as areas having a specific character and function that reflect the unique forms of a particular environment, economy and history. According to the same author, any activity that does not take place in the rural environment and does not employ local resources cannot be considered as rural tourism.
RT can also be linked to a specific type of hosting, centred in a family owned rural structure, divided into three categories: ancient and noble structures, palaces and manor houses, whose owners take the opportunity to keep and recover the family estates; traditional agricultural facilities, such as barns and small farmhouses, owned by farmers that aim to increase their
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income and restored old houses in traditional villages, bought by indiscriminate individuals for specific touristic activities (Silva, 2006).
1.1.1. Objectives and characterization of Rural Tourism
In Europe, RT has come up with the essential aim of "halting the depopulation, preserve the countryside, save a certain type of family farming, maintaining a healthy environmental balance and provide the economic solvency of thousands of households" (Godinho, 2004:91-93). It is also frequently referred as a development tool contributing to sustainable development of marginalized rural areas in quest for new economic opportunities (Eusébio, Kastenholz, Breda, 2014). Rural areas have witnessed a growing interest and demand for recreational and leisure purposes. Natural and cultural values, considered to exist in rural areas, the possibility of direct contact with nature and the experience of the "authentic", appear as the reasons for this growing interest.
The rural world stands out for its main functions: food production and transformation, the way of life, the set of values and behaviours and the undisturbed landscape that embodies the balance between nature and man (Ferrão, 2000). Countryside is perceived as a leisure area, with space for outdoor activities and contact with nature and traditional culture. A place where socialization is opposite to the elements associated with urban areas such as pollution, congestion, noise, rigid schedules, impersonality, dehumanization and even solitude. The return to origins and authenticity things, with some nostalgia for the "good old days" (Ribeiro & Marques, 2002; Figueiredo & Raschi, 2011; Kastenholz, 2010).
Rural areas enhance their placement in the leisure, recreational and touristic segment. This is believed to demine demographic, socio-economic and cultural transformation in the rural world, and emerge as an alternative to farming (OECD, 1994; Cristóvão, 2000; Alves, 2001; Ribeiro and Marques, 2002; Kastenholz, 2002; Valente and Figueiredo, 2003).
The distinctive feature for RT is the desire to provide the visitor with a personalized contact “hosts are not merely providing accommodation, activities and service in the traditional sense, but also the set-up for guests to socialise with each other and with their hosts” (Hultman & Cederholm, 2010:365-380) and with an experience of human and physical environment of the territory.
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1.2. Rural Tourism: development and sustainability
Between 1987 and 1997 employment in agriculture was receding in Europe: one of every three farming jobs was lost in Italy, Spain, Portugal and France (Bowler, 1985). Rapidly rural areas became places of low population density and with agricultural surplus. With the strong appeal from the city’s high incomes several changes occurred in the rural world. Following these changes, the European Union reacted with a complete transformation in the development strategies and policies on the rural world. The 1991 European Programme for Rural Development (LEADER1), supported many public policies with RT projects and other non-agricultural activities. It was believed that the development of RT was a way to create jobs and promote regional development.
In terms of the RT development, Lane and Kastenholz (2015) have identified three milestones, expressed in the Figure 1.1:
Figure 1.1. Rural Tourism Development Phases. Own elaboration based on Lane & Kastenholz, 2015.
Tourism is acknowledged to be the sector of activity that can best seize local and endogenous resources and is capable of adapting to the specifics of each region (Reis, 2012). The most dominant strategy appeals to an economic diversification, where local economy receives an important contribution through RT at the level of both the individual resident and the region as
1 European initiative launched in 1991. Available in:
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a whole. Visitors not only search for accommodation and meals in the RT, but also search for recreational activities and shop in local stores (Ilbery et al., 1998; project ORTE2 ).
Not only in local terms, but in wider contexts, tourism has been considered as a development tool. This justified the intervention of Governments that acted in RT policies. The actual extent of government intervention in RT varies from country to country, according to various political-economic-constitutional systems, and specific circumstances to each its regions.
In spite of this general assumption, the relationship between RT and local development has been widely debated. Although the benefits are defended by several authors and there are optimistic opinions about the effects, there is also an attitude of scepticism and criticism regarding the contribution of RT to regional development. In fact, RT has produced benefits for rural areas, but on a different scale from what was expected, contradicting the great expectations put on this product as a kind of solution for the economic problems of these areas.
Identifying potential in rural areas is a necessary task that needs to be accomplished in order to define the role of RT as a development agent. One result of a three years research project, ORTE, was the assessment of potential in some rural areas, based on unique features distinguishing the territories and their communities (Kastenholz et al, 2014). The research assessed that a given regional potential would only lead to development benefits when a significant set of tourism attractions and facilities are present, and a professional marketing approach is used (Lane & Kastenholz, 2015; Kastenholz, Carneiro & Marques, 2012; Pato & Kastenholz, 2017).
RT faces nowadays new challenges. The paradigm of rural development (as a replacement of the agricultural modernization paradigm - Van der Ploeg et al., 2000) pursuits a new agricultural model, based on the valorisation of the landscape as a public good, on an economic model of scale, pluriactivity of rural families. New practices, such as landscape management, nature conservation, agrotourism, organic agriculture, regional products or direct sales make rural development a multifaceted process, with new roles and relationships with other sectors. The success of a region will ultimately depend on its ability to solve its own problems, to organize various stakeholders around common objectives and to adapt and adjust successfully to external
2 Work carried out within the framework of the research project "The global experience in rural tourism and
sustainable development of local communities" (and identified by the acronym ORTE - Overall Rural Tourism Experiences). It’s a project funded by the Science and Technology Foundation (Ref: PTDC / CSGEO / 104894/2008), with Community co-financing (COMPETE / QREN / FEDER), coordinated by the University of Aveiro, more precisely by the researcher in charge, Elisabeth Kastenholz.
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pressures. Thus, development sources reside in the population itself, in its sense of community and, perhaps more importantly, in the spirit of innovation and entrepreneurship (Polèse, 1998). There is a growing interest in the so-called "inland tourism", i.e., places yet unsaturated by mass tourism and that includes different modalities, identified as: rural, environmental, wine tourism, ecotourism, agrotourism, among others. These forms of tourism involve natural, cultural and social aspects linked to daily life of rural areas. RT encompasses some of these modalities which are not mutually exclusive, but complementary (Oxinalde, 1994). All these different forms of tourism highlight the rural areas assets and can be easily intertwined with RT, promoting its development.
However, the growth of the RT industry must balance the need for existing rural assets with the necessary economic development (Lane, 1994a). The principle of sustainable development must be also applied to this sector of activity (Butler, 1999). Sustainable tourism is defined as “tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities” (UNEP and UNWTO, 2005:11-12). According to UNWTO, sustainable tourism meets the needs of current tourists and destinations, protecting and creating opportunities for the future. It aims to manage all resources so that economic and social needs are met, while maintaining cultural integrity, essential ecological processes, and biological diversity and life support systems. RT is strongly interlinked with sustainability, essentially because it is based on endogenous and limited resources. In order to reach a sustainable and multidimensional integration, government planning strategies must meet the protection of environmental and cultural heritage, encompassing the local communities and agents in decision making processes (Ertuna, 2012).
1.2.1. Opportunities and challenges of Rural Tourism
We have seen how Tourism can act a trigger for rural development. But it can generate negative impacts when not controlled. Market fluctuations, host communities’ strains and the destruction of cultural and environmental heritage constitute the main challenges to a global development approach (Lane, 1994a; Leal, 2001; OECD, 1994; Pearce, 1990).
One of the main issues is that RT did not correspond to the initial expectations (Correia et al., 2007) and it translated on a weak business setting in rural areas. One reason can be the lack of
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an integrated perspective (taking into account all factors like ecological, social, cultural and economic) by the RT stakeholders. The occurrence of RT in sensitive natural environments may also result in damage to the different natural resources - vegetation, soil, fauna, flora, as well as a threat to the existing calm, peace and authenticity. At a socio-cultural level, some challenges are related to the impact of the tourist’s culture on the more traditional ones, the extent of change and the risk of acculturation (OECD, 1994). However, it is debatable what the real impact of tourism in a context of globalization, where the new communication techniques and the media (television and especially the internet) dominate. It must be also considered that not all rural areas are equally attractive and simply providing accommodation does not guarantee demand.
This claims the need for a more developed and organised RT. Such may require a significant financial investment that goes beyond the capacity of the business owner or that is not justifiable by a potential return. In such cases government support may be required (Fleischer & Felsenstein, 2000). It is also necessary a more convenient service role. Local communities and businesses may find it difficult to adapt to such a paradigm, since agricultural values and guest-service values are frequently incompatible (Fleischer & Pizam, 1997). Individual RT business usually possess neither the skills nor the resources for effective marketing strategies and communication tools, a prerequisite to success (Embacher, 1994). In some cases, marketing and advertising support is available, although it has been assessed that rural communities can be suspicious or even resentful of ‘outside’ assistance. The lack of professionalism and the low entry barriers in RT, are a frequent complaint. This translates in staff with no relevant training or education that can seriously limit the potential to grow or prosper (Getz et al., 2004). On the positive side, RT makes a significant contribution to rural economies, in financial and social terms, generating some employment effectiveness, encouraging new labour practices and supporting resources conservation (OECD, 1994). We can acknowledge potential benefits on rural development through RT: employment retention; job creation; employment diversification; retention of services; agricultural support; forest benefits; landscape and nature conservation; crafts; cultural offer; historical heritage conservation; environmental improvements; maintenance of traditional activities; role of women; new ideas and initiatives.
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The frailty of the rural world itself and the frailty of many of its small business demands a strategy based on the establishment of partnerships and networks.
The development of a network offers the possibility to link and exchange partners’ resources on a defined basis. These resources may involve knowledge, experiences, information or production capacities. Networks also can provide support, technology, customers, access to new markets, facilitate performance improvement, and assist in developing business (Bowen, Jones, & Lockwood 2006, Preble, Reichel & Hoffman 2000). Partnership come in many different forms and on various levels of involvement - from informal seasonal alliances to joint ventures. Entrepreneurial partnerships can be seen as an opportunity micro and small businesses growth. Therefore, it is an interesting business strategy to be pursued by micro and small businesses that characterize the RT.
Networking has an important social role as well. Access to information and the reduction of business risk increase the self-confidence and motivation of entrepreneurs. Relationships can be vertical – involving firms at different points of the value stream, and/or horizontal – between competitors, or even diagonal – between suppliers of complementary tourism products.
The first and perhaps the most important condition for a successful network is the trust factor (Gilmore et al. 2006; Hanna & Walsh 2008; Miller et al. 2007; Sommer & Haug 2008). Lack of it is pointed out as to be the most important obstacle for the network's success. Other reasons for poor network performance can be inadequate communication, mismatch of resources, inappropriate organizational structures/processes, mismanagement of the collective learning process, poor processing of information, and management of uncertainty (Hanna & Walsh, 2008).
Dubrovski (1997) lists the following conditions for successful networking: compatibility of different partners’ goals, the possibility to ensure strategic advantage, inter-dependence of partners, acceptance of responsibilities, adequate amount of time, mutual trust and support, suitable management of the network and appropriate communication. Hwang & Lockwood (2006) believe the best practices in partnering and networking are based on mutuality, goal achievement, value for money, the professionalism of participants, longevity and involvement.
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1.3. Rural Tourism in Portugal
RT emerged in Portugal at the end of the 70s (1978) an experimental form in Ponte de Lima, Vila Viçosa, Castelo de Vide and Vouzela. At the time, it was called “Turismo de Habitação” (Manor House Tourism - MHT), mainly country manor houses of considerable architectural or heritage value. Was conceived by the public sector as a way of taking advantage of regions of great interest in terms of architecture, history and landscape (Ribeiro, 2001).
In 1978 was published the Regulatory Decree (nº 14/78 dated 12 May 1978), that regulated the practice. In 1979 the first step towards an organised activity were taken, following the actions of a group of owners of country manors in Ponte de Lima, Minho that provided tourist accommodation in exchange for financial aid to renovate the properties. However, it was only after the publication of the Decree-law no. 251/84 that the RT really grew in Portugal. As shown in Annex 1 it integrated modalities A (Solar type building or palatial house, with architectural value) and B (Building located in rural areas of rustic nature or regional characteristics) and it was of an experimental nature with family owned houses with some degree of heritage meaning or erudite or rustic nature providing lodging facilities; an immediate adhesion of the "Solares" (Alto Minho region) occurred. The subsequent springing of more establishments, based on restored ancient country manors (restoration partially financed by EC funds) led to the legal definition of Tourism in Rural Area in 19863, which was then divided into several sub-categories: the MHT, RT, and Agrotourism.
Several funding programmes encouraged the enlargement and diversification into new segments: in 1989, the Rural Hotel, and in 1997, the Village Tourism and Country Houses (Decree-Law 169/97).
The legal setting for tourism enterprises came with the Decree-Law 39/2008 (March 7), first time changed by the Decree-Law nº 228/2009 of September 14, and distinguished town and country house tourism accommodation (MHT) and – Tourism in Rural Area (TRA). A second change has been made with the Decree-Law No. 15/2014 of 23 January, and it represents the current legal body.
There are today in Portugal two main categories that operate in the rural setting:
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Town and country manor house tourism accommodation (MHT): “Family-run establishments located in old, private buildings that for their architectural, historic or artistic value represent a certain era, notably palaces and manor houses, located in urban or rural areas” (Article 17º).
Tourism in Rural Areas (TRA): “Establishments intended to provide accommodation services to tourists in rural areas that have for their operation an appropriate set of facilities, structures, equipment and complementary services, with a view to providing a complete, diverse tourism product in rural areas are deemed tourism enterprises in rural areas.” (Article 18º).
TRA can be graded under three groups: Country Houses, Agrotourism and Rural Hotels. Country Houses (Casas de campo/Turismo de Aldeia) are “properties located in villages and rural areas which, for their architecture, building materials and other characteristics fit in with the typical local architecture are country homes”. Agrotourism enterprises (Agro-Turismo) are “properties located on farms that allow guests to accompany and get to know agricultural activity, or take part in the work carried on there in keeping with the rules laid down by the farm manager are agrotourism enterprises”. Rural Hotels (Hoteis Rurais) are “hotels located in rural areas which, for their architectural design and building materials are in keeping with the dominant characteristics of the region, and they may also be set up in new buildings”.
In what concern the national strategy on RT we can observe primary concerns on the matter with the National Tourism Plan of 1986 that referred the importance of creating legal conditions for the development of various forms of tourism in rural areas, in order to stimulate the recovery of the historical-cultural heritage, to associate the offer of tourist accommodation with the traditions of rural lodging and to increase the economic income and the living conditions of the populations (Valente & Figueiredo 2003). In 2007, with the National Strategic Tourism Plan, RT or TRA does not figure as one of the ten strategic products (Turismo de Portugal, 2011). At present the national strategy is devised under the document “Tourism 2020 - Five Principles for an Ambition “4, and it states that the success of RT sets on innovation, creativity, the ability to generate value propositions that attract tourists. Aiming to grow more than identified competitors and several principles (a sustainable and quality destination; a destination of competitive companies; an entrepreneurial destination; a destination linked to the World; a well-managed destination; a destination that marks) is the government proposal for a strategic
14 approach on the tourism sector for the next five years. Distance from a national devised and supported policy seems to describe the development of RT, whose main actors are almost entirely private initiative, reinforcing this distance from government.
RT in Portugal is a tourist product created with the aim of increasing local population’s revenue and restoring the cultural heritage (Kastenholz, 2002). RT promotes recognition of the properties’ old ties, and allows groups of people (mainly urban middle classes) to have contact with the rural setting, and these properties. The recovery of the vernacular heritage, some of them relevant historical marks, is one of the positive impacts of RT allowing owners to preserve an historical value. RT in Portugal also contributes to the preservation of traditional cuisine and ways of life.
RT’s demand and supply are heterogeneous and operate within niche market (Clemenson & Lane, 1997). At a national level the indicators on the direct creation of employment from TRA and MHT, show a small number. According to Silva (2006), most units have only one or two permanent staff members, and others do not have any employees. As for part time workers, the majority of the establishments admit only one worker. In most parts the employees are female, as is usual the tourist activity in general, and RT in particular (Lane, 1994b). In Portugal, these employees are in charge of the performance of an extremely varied set of tasks, including gardening, cleaning and maintenance of the rooms, breakfast service and telephone service, among others (Silva, 2006).
In 2014 TRA lodging tourism had 883 operating establishments to offer and a capacity of 13.700 beds. The number of annual guests stood at 371.600 and the number of overnight stays amounted to 855.700. Average stays were 2.3 nights and the occupancy rate were 20.4% (INE - Statistics Portugal 2014).
In 2015, there were 1.298 TRA and MHT establishments. More than half (54.0%) are Country Houses (701 units), followed by Agrotourism (194 units with a relative weight of 14.9%), Other"5 (115 establishments, 8.9% of the total) and Rural Hotels (73 establishments, 5.6% of the total). There were 215 MHT, which corresponded to 16.6% of the total. The available capacity was 21.800 beds. There have been increases in capacity in all modalities, especially in Country Houses and Agrotourism.
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The regions with the largest accommodation capacity, in terms of number of establishments and number of available beds were the North (37.8% of establishments and 36.5% of beds), the Centre (23.1% and 22.6%) and Alentejo (21.2% and 26.2%). The demand and occupation of the establishments were fixed at 569.700 guests and 1.3 million overnight stays. In these housing segments, the main destinations were North (30.2% of total overnight stays), Alentejo (25.8%) and Centre (21.0%). The average stay was 2.23 nights (-3.0% than the previous year). The grouping "Others" (2.43 nights on average) and the Country Houses (2.39) recorded the highest stays. The overall net occupancy rate was 18.8% (1.6% in 2014). The Rural Hotels modality was the highest (26.5%), followed by the group "Others" (18.7%), Country Houses (18.0%) and AgroTourism (17, 3%). (INE - Statistics Portugal 2015).
In 2014 there is a new category, possible not only in urban areas but also in rural ones, called Local Accommodation. In 2015 this modality registered 1.450 units, with an offer of 49.400 beds, having received 2,3 million guests and 5.3 million overnight stays. This category needs to be considered in futures studies under RT.
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Chapter 2 - Internationalization for Rural Tourism 2.1. Tourism internationalization: a parallel with RT
According to Eurostat (September 2017) “Tourism is an important activity in the EU which contributes to employment and economic growth, as well as to the development of rural, peripheral or less-developed areas.”, which means rural areas may gain betting on tourism. Following this, it’s possible to conclude that tourists must receive an appropriate care and attention, targeting both domestic and international markets. This study focuses on the international tourist market for a rural region in Portugal, namely the Brazilian market.
UNWTO defines an international tourist as “any person who travels to a country other than that in which s/he has his/her usual residence but outside his/her usual environment for a period not exceeding 12 months and whose main purpose of visit is other than the exercise of an activity remunerated from with the country visited, and who stay at least one night in a collective or private accommodation in the country visited” (UNWTO, 2001).
The year 2016 produced excellent results in international tourism, despite all the challenges. For the 7th consecutive year, international tourist arrivals grew, reaching 1.2 billion travels. UNTWO forecasts indicate a continuation of growth in international tourist arrivals (UNWTO, 2016b). Tourism as a worldwide export category, ranks third after fuels and chemicals and ahead of food and automotive products. In many developing countries, “tourism is infirst place regarding the export sector”(UNWTO, 2016a:2).
Tourist activity has an international character, almost an intrinsic one. The vast majority of tourism companies expect foreign customers to come to their own country, where services are produced and consumed. To externalize their offers, these companies need to certify their ability to internationalize internal resources, through the use of regional attractions (natural environment, culture and history) and core resources (Crouch-Ritchue 1999). The internal offer should assure competitive advantages and provide unique facilities in a special environment - such as a natural or historical settings - sufficiently attractive. And it is here that RT may be an interesting option for some markets.
Four main motivations can be linked to international travel (UNWTO, 2011): leisure or vacation travel (51%), trips for health or religious reasons (27%) professional or business reasons (15%) and other unspecified reasons (7%).
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In the leisure travel context, “rurality” has had an increasing appeal in the tourism sector, and has presented increasing numbers of demand (Hall, 2004; Stamou & Paraskevopoulos, 2006) and challenges for supply in a highly competitive environment (Lane & Kastenholz, 2015). Tourists search in “rurality” a differentiating element associating it with high-quality and “authentic” experiences, with tranquillity and with the personal attention provided by small-scale Rural Tourism establishments (Lane, 1994a). This search is nowadays directed not only to near-by domestic destinations, but also to other countries, where travellers seek new, unique experiences (Lane & Kastenholz, 2015).
The internationalization approach must be understood as a process through which any organization begins to develop operations beyond the geographical delimitation of its home market (Hitt et al., 1999). Internationalization can be approached within a gradual evolution sheme with well-defined stages, allowing organizations to acquire resources and knowledge on foreign markets operations (Andersson, 2004). The organization gains experience by developing operations ‘out of doors’. However, this procedure is not simple and involves a number of important factors: motivations, market selection and decisions on the most adequate modes of entry.
As far as the motivations are concerned, several types can be identified: the possibility for increasing competitiveness in the long term, exploiting core competencies in new markets, increasing revenues with sales and reducing costs, while gaining experience (Serra et al., 2010). Geographic proximity, or even cultural, may be another factor that influences an internatinal business strategy. When motivation is geographic, organizations tend to invest in countries close to their home countries (Viana & Hortinha, 2009).
Considering the international market, the most complex task resides in targetting the most adequate foreign market, taking into account several possibilities, risks and opportunities. A good bet will help any organization to achieve success and a rapid internationalization process. In this sense, several authors have looked at how organizations select foreign markets, as well as how they enter in these same markets, as explained in Figure 2.2:
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Figure 2.2. Select the target market. Source: Viana & Hortinha, 2009.
There are five indicators that represent the attractiveness of a given market (Brito and Lorga, 1999), • Demographic; • Market; • Competition; • Economic; • Technical; and • Technological.
Analyzing these indicators, organizations should be able to estimate the sales projections for each market, evaluating its product service potential and their consumption trends. Then, the organization must evaluate its possible market share, deciding further on the markets to bet or reject (Viana & Hortinha, 2009).
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Once the target market is selected, organizations will define the best entry way, through an elimination process of ways of access and with an analysis of external and internal factors. A second step towards internationalizaton resides in the analysis of several options and the comparison of possible forms of access taking into account the closest market, minimization of risks, avoiding customs barriers and administrative costs and the reduction of financial costs, (Viana & Hortinha, 2009).
There are two major types of entry modes to consider when moving into foreign markets (Katarzyna & Magdalena, 2013):
1) Non-equity mode: mainly on “export” 6 . 2) Equity mode: mainly on “joint venture” 7.
Export and import are market-entry techniques that offer the lowest level of risk and the least market control. Taking exporting as the more appropriate (less risky) entry mode, companies can chose from two options: (1) export directly to customers abroad or (2) export indirectly with the help of a middleman (Peng & York, 2001). The literature shows the direct exporting as the most common way for small and medium-sized enterprises (SME8) to internationalize. Indirect paths to internationalization are those “whereby small firms are involved in exporting, sourcing or distribution agreements with intermediary companies who manage, on their behalf, the transaction, sale or service with overseas companies” (Fletcher, 2004).
Export intermediaries (buyers, sellers, agents and distributors located either at home or abroad) play an important role in international trade, “linking individuals and organizations that would otherwise not have been connected” (Peng & York, 2001). They help their clients to identify
6 “The first and the most common strategy to be an international company is: import and export of goods, materials
and services. Exporting is the process of selling goods or services produced in one country to other countries. There are two types of exporting: direct and indirect. Indirect export means that products are carried abroad by other agents and the firm doesn’t have special activity connected with international market, because the sale abroad is treated like the domestic one. For these reasons, it is difficult to say that it is an internationalization strategy. In the case of direct exporting, the firm becomes directly involved in marketing its products in foreign markets.” (Katarzyna, Magdalena, 2013)
7 “(…) in joint ventures, the international firm has an equity position and a management voice in the foreign firm.
A partnership between host- and home-country firms is formed, usually resulting in the creation of a third firm.” (Katarzyna, Magdalena, 2013 apud Byrne, Popoff, 2008).
8 “Medium-sized enterprises have between 50 and 250 employees, and the annual turnover does not exceed 50
million euros, or the annual balance-sheet total is less than 43 million euros. Small enterprises, again, employ between 10 and 49 people, and their annual turnover does not exceed 10 million euros, or their annual balance-sheet total does not exceed 10 million euros. Micro-firms employ fewer than 10 employees, and neither their turnover nor the balance sheet totl exceeds two million euros” (European Commission, 2003)
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customers, to obtain financing, act as distribution infrastructure providers (Balabanis, 2000), and also reduce knowledge gaps, uncertainties and other risks (Hessels & Terjesen, 2008). As SME are usually regarded as resource-limited, lacking market power, knowledge and resources (Fujita, 1995; Coviello & McAuley, 1999; Knight, 2000; Hollenstein, 2005), collaboration, co-operation and networks are crucial in the internationalisation of tourism SME, where rural tourism companies are usually allocated. An RT international dimension can benefit from an entry strategy based on exportation of tourist services, after following the “Select the target market”, mentioned in the Figure 2.2.
2.1.1. Main markets
According to UNWTO (2016), Europe Union is a major tourist destination, “ … just over half the world’s total (51%). Europe was the fastest growing region in absolute terms, with 27 million more tourists than in 2014”9, and among its Member States there are five in the world’s top 10 destinations in 201510. Tourists choose to holiday in Europe mostly because of its cultural richness, the variety of landscapes and quality tourist infrastructure. In 2014 the highest recorded number of overnight stays in rural areas was in Croatia (Jadranska Hrvatska) with 43.3 million, followed by Spain (in the Balearic Islands) with 39.8 million. Over 90% occupancy of overnight stays have been recorded in rural locations in the southernmost Belgian region of the province of Luxembourg (data from year 2013) in the western most region of Zeeland, the eastern most region of Burgenland and the two sparsely populated regions of the United Kingdom (data from 2012), namely Cumbria (north-west England) and Highlands and Islands (Scotland). There were 63 regions where overnight stays in rural locations represented 60% or more of total nights (EUROSTAT, 201611).
Nowadays it can be identified that “Europe leads the world in (the) rural tourism market (being) rich in monuments, villages, heritage sites, handicrafts and folklore, - all of which have been instrumental in forming the culture of European countries” (Edmunds, 1999).
Worldwide economic factors, violent conflicts and terrorist attacks, as well as the refugee crisis in Europe have created very different impacts on the global tourism industry, in spite of the
9 Available in http://www.e-unwto.org/doi/pdf/10.18111/9789284418145. 10 According to EUROSTAT.
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good results achieved in 2015/16 (23rd World Travel Monitor). The main trends in world outbound travel are city trips, cruise holidays and long-haul travel. People are choosing more traveling abroad on holidays, having increased 34% ingrowth between 2007 and 2014 (World Travel Monitor). However, countryside holidays have stagnated and now only represent 7% of all holidays, while city trips have reached 22%, and sun & beach holidays 29% (ITB World Travel Trends Report 2015 / 2016). Still, RT may present an alternative to the more massified tourism formats, offering unique experiences in an environment, generally perceived as calm and peaceful in a stressful world (Kastenholz & Carneiro, 2016), , increasingly perceived as unsafe (Seabra, Abrantes & Kastenholz, 2014).
2.2 Destination selection processes: the importance of motivation and destination image Several academic studies (Echtner & Ritchie, 2003; Kastenholz, 2002; Gallarza, Garcia & Saura, 2002; Choi, Tkachenko & Sil, 2011) have analyzed the influence of images on tourist behavior. Studies on destination image began with the works of John D. Hunt in 1975, and have consolidated to a relevant field of academic research in tourism, more specifically consumer behaviour and marketing studies in tourism.
Not only image needs to be considered when choosing something, but the relationship between image, preference and choice has been an important issue in attempting to understand consumer behaviour: “choice is only affected by important and differently perceived items” (Johnson, 1974).
In tourism, Crompton (1977) suggested the destination choice as a result of the interaction between pragmatic constraints such as time, money and destination images. Destination image works on “beliefs, ideas, and impressions that people have of a place or destination” (Crompton, 1979a). Destination choice is a two phases process (Crompton, 1977): the first, a generic phase, refers to the decision to go or not on a vacation. Once the decision is made, the second phase is concerned with where to go, through a decision-making process that includes a set of all travel locations considered as potential destinations (“all the preferred destinations of your dreams”). This ‘evoked set’ suffers some alterations between the two stages: from a set in which people include everywhere they desire to travel to, without being repressed by any constraints such as money or time, to a set where people consider their situational constraints as well as their
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preferences. It seems that an ‘evoked set’ is developed simultaneously or after an important decision is made on whether or not to take a pleasure trip.
Destinations with strong and positive images draw more attention to visitors/consumers and are preferred in the travel decision process (Goodrich, 1978; Woodside & Lysonski, 1989). Therefore, the destination image has an important role in travel decision making (Schmoll, 1977; Moutinho, 1984; Woodside & Lysonski, 1989). The process of destination image formation was developed by Gunn (1988), in his model of the travel experience, passing seven phases, as shown in Figure 3.2.:
Figure 3.2. Process of destination image formation. Own elaboration based on Gunn, 1988.
The tourist image formation occurs within several contexts. Firstly, the tourist perceives it through his own perspective, and based on diverse, generally, non-commercial sources, like literature, social media, worth of mouth (organic image). The destination image formation resides in a complex attribution to a place based on multiplicity of its components (cognitive,
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affective and conative), while its nature may be both collective and individual (Kastenholz, 2002). On the other hand, the transmitted information about a tourism destination or product from commercial information sources (induced image) contributes directly to the formation of the image that is perceived before even visiting it (Gunn, 1988 apud Echtner & Ritchie, 2003; Bignami, 2002). The use of digital resources to share information, such as blogs, media, social networks, facilitates information search, in both textual or visual format, about the intended places to visit (Torres, 2009), representing a different channel of communication between tourist destinations and consumers. Photographs are widely used in the process of communication of tourist destinations (Kotler, 2007; Chias, 2005; Rey, 2004). Information, photographs and comments made available on the Internet act as a source of information for the tourist and can influence their consumption decisions.
The image of tourist destinations is also defined as mental impression that relates to emotional aspects and imagination, a process of perception where one or more consumers present different knowledge about a certain locality object of tourist interest. The image of the tourist destination is projected on the tourist’s mind even before the trip, either by the intentional search for information or by the exposure to this information, influencing directly their expectations and subsequent experiences (Baloglu & McCleary, 1999, Kastenholz, 2002; Middleton & Clarke, 2002, Echtner & Ritchie, 2003).
As far as RT is concerned, destination image can be based on the history, geography and culture of the territory, and in their promotion, need to take into account that "images are co-constructed by the tourist and the suppliers" (Cánoves, Villarino, Priestley, & Blanco, 2004). Image projection in RT must also take into consideration that characteristic and traditional products and environments are keys assets to the perceived quality and sophistication of a RT experience sought. Local products and resources, beautiful landscapes, well-preserved heritage and local cuisine and traditions, typical of the visited area and somehow related to a so-called ‘rural idyll’, are frequently sought elements of the RT experience that need to be preserved for appealing RT destinations and services (Kastenholz & Carneiro, 2016). Tourists seek and value these factors, as mentioned so many times in the literature.
Tourist motivation is considered as a "significant mental disposition that adequately arranges an actor or group of actors to travel" (Silva, 2007). One of the main motivations of visitors to the countryside is centered in the discovery of the region and contact with nature (Eusébio, Carneiro, Kastenholz, Figueiredo & Sousa, 2017; Kastenholz & Carneiro, 2013). Visitors being
24 lodged in the properties of accommodation units (TRA), enjoy the opportunity to undertake leisure activities, such as watching or getting involved in agricultural and cattle tasks. Interest in gastronomy and handicraft are part of the Portuguese holiday motivations, which sometimes seek to appreciate local dishes (Silva, 2007). In this context, one must understand that the tourism experience is co-created and experienced by various agents of a destination: tourists, tourism service providers and the local population (Kastenholz et al., 2012).
Tourists take an active role in defining their experience, initiating the process by searching for travel information, imagining activities and activating the service network available at the destination (Kastenholz et al., 2012). In addition, the way how tourists will participate and engage with the destination, its people and resources during the experience on-site will be the key to how they will remember it and keep an image of the visited place they will subsequently spread amongst others.
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Chapter 3: Research Methodology
This chapter describes the goals and objectives, research methods including data collection techniques. It also describes the studied subjects and exposes the research limitations.
3.1 Objectives and research question
This dissertation’s overall theme embodies the researcher’s personal aims. Owner of a family Manor House Tourism in the Alentejo region, the researcher thrived with the opportunity to understand possible strategies on RT development in line with a personal concern towards sustainability and responsibility.
Based on the research question, the work was planned to achieve the objectives mentioned in Table 1.3:
Research question Objectives
Under which ways, means and arguments Brazilian tourists can be enhanced as customers to RT in INCA region?
1 – Characterization of the interests of Brazilian tourists for a RT region;
2- Understand whether the increase of Brazilian tourists will contribute to the development of RT in the INCA region;
3- Identify factors that increase Brazilian tourists’ interest for the INCA region;
4- Understand whether the Brazilians’ interests correspond to sustainable practices of RT in the INCA region;
5- Verify the possibility of the INCA region to attract Brazilian tourists.
Table 1.3. Research question and objectives.
A Case Study based research methodology was chosen, in order to respond to the purposed objectives, which is the Brazilian tourist behavior towards particular rural area in Portugal, called here as the INCA region.
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The INCA Region complies two adjacent counties that present several resources with potential. Brazil was chosen for several reasons:
1- Close history with Portugal, with similar language and a shared cultural identity; 2- Portugal functions as a bridge to other countries in Europe, very appreciated by
Brazilians;
3- There are some parallels to Portugal’s attractiveness for Brazilian tourists, like the example of the Rural North of Portugal (Kastenholz, 2010). This suggests a rural areas’ potential to attract and satisfy this specific tourist;
4- The very expressive demographic dimension of Brazil; 5- Brazilians appreciate very much travelling abroad;
6- Brazilian tourists are infrequent visitors to the INCA region, the reason for which needs clarification;
7- The potential of the INCA region to attract more Brazilian travelers.
3.2. Exploratory research
The basis for the research project was a well-defined starting problem, with a set of conceptual and non-conceptual research questions, complemented with a restricted research scope. A qualitative methodological approach supports this research, using in depth literature review and a thorough data set to be analyzed and interpreted in a crossed analysis system.
The in-depth bibliographical review took into consideration diverse papers, scientific and academic studies, in pursuit of the state of knowledge on the studied object. In order to achieve the designated objectives, a Case Study methodology was chosen. With this methodology there is an attempt to take the best advantage of its analytical qualities that consider the individual, the role played by an individual or an organization, a small group, a community or even a nation, which are essential analytical units to understand the research question (Miles & Huberman, 1994), and therefore a justifiable choice to develop this study. Being this study limited to Brazilian visitors in INCA region, these constitute the analytical units that need to be assessed.
